Social media dominates daily online consumption after showing strong growth, according to the latest data from GlobalWebIndex. Social is the most popular activity, accounting for 34.0% of all online consumption by adults aged 16-64 in 2018. This is up 7.2 percentage points (pp) from 2012 levels.

Online audio also recorded strong growth, up 7.1pp to 17.6%. Time spent watching online TV/streaming grew its share 3.7pp to 16.7%, while online press rose 1.6pp to account for 14.0% of total online time. While total consumption grew 20.2% between 2012 and 2017, it fell two minutes in 2018. This is despite global internet penetration rising continually since 2005.

Mobile is becoming increasingly popular as the device to use for online access, accounting for nearly half of online consumption this year. Mobile advertising is also growing in significance, with its share of global adspend estimated to have exceeded one-quarter in 2018.